Dive Brief:
- Twitter introduced a new ad tool Wednesday that allows advertisers to target users based on the apps they have downloaded.
- Dubbed "installed app category targeting," the tool allows advertisers, specifically app developers, to target users that have downloaded apps in particular categories in order to drive more installs of an app.
- The new feature can be combined with other targeting categories, such as keyword, language or location, to further customize ad campaigns.
Dive Insight:
The kind of apps a mobile user downloads could offer valuable insight into their behavior, interests and potential future downloads. Twitter has been tracking app downloads since last November, but is just now using the information for advertising. Up until now, the micro-blogging network had been using the information to inform "who to follow" results and pushing tweet suggestions to users.
App developers can now expand on Twitter's app-install ads it launched last year.
"[The] launch is the next step in our journey to help these advertisers connect with the right customers on Twitter - while providing users with the most relevant and useful ad content," Deepak Rao, Twitter's project manager for revenue, wrote in a blog post on the launch.
